What Dial Professional does

Dial Professional is a professional and institutional cleaning, hygiene, and personal-care brand wholly owned by Henkel Corporation and operated under its Consumer Brands division. Headquartered at 200 Elm Street in Stamford, Connecticut, the brand markets a multi-portfolio product line including Dial hand soaps and sanitizers, Boraxo heavy-duty hand cleaners, Soft Scrub surface cleansers, Combat pest-control solutions, and a laundry-care stable (Persil, all Free Clear, Purex, Snuggle, 20 Mule Team Borax). The portfolio is organized around four proprietary dispenser systems (Dial FIT, Dial 1700, Dial Versa, and a 1-Liter system) with compatible refill cartridges for high-traffic institutional restrooms and amenity areas.

The core technology is rooted in professional hygiene formulations (antibacterial, hypoallergenic, Green Seal-certified chemistries) paired with mechanical dispenser engineering, including touch-free sensors rated for 90,000 activations, adjustable dose-rate pumps that can reduce soap consumption by up to 40%, CleanTip drip-mitigation technology, and sonically welded tamper-resistant pumps. Products carry third-party certifications including NSF E2/E3, Green Seal, EPA Safer Choice, Leaping Bunny, and Orthodox Union Kosher, qualifying them for regulated institutional procurement.

The business model is B2B institutional product sales via Avision Sales (primary inside-sales channel reachable at 888-381-8892) plus consumer retail distribution for laundry and cleaning brands. Customers are segmented into four verticals: Education, Healthcare, Hospitality, and Food Service. Pricing is not publicly disclosed; institutional buyers contact Avision Sales for quotes, while consumer laundry products flow through retail and wholesale channels. Dial Professional operates within Henkel's North America footprint, which represents approximately 27% of Henkel's global revenue and generated roughly $6.5B USD in 2022 across all Henkel divisions.

Name

Dial Professional

Legal name

Dial Professional

Website

https://dialprofessional.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Dial Professional is the institutional hygiene, cleaning, and laundry brand portfolio of Henkel Corporation, selling professional-grade hand soaps, sanitizers, dispensers, surface cleaners, and consumer laundry products to Education, Healthcare, Hospitality, and Food Service customers across North America.

Ownership category

akta.pro rank

Product category

Professional Hygiene & Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand Sanitizers & Antibacterial Personal Care (CRADANAI)

akta.pro secondary industry

Deodorants & Antiperspirants (CRADANAA)

Keywords

• Institutional hygiene products
• Commercial hand soaps
• Professional cleaning supplies
• Institutional laundry products
• Commercial dispensing systems

Headquarters

HQ city

Stamford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. B2B Institutional Product Sales: Sales of professional hygiene and cleaning products to institutional customers including schools, hospitals, hotels, and food service establishments through distributor/sales representative network.
2. Consumer Laundry Products: Sale of branded laundry detergents, fabric softeners, and dryer sheets under Dial Professional portfolio brands including Persil, all, Purex, and Snuggle to consumer market.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Dial Professional manufactures and sells professional-grade hygiene and cleaning products — including antibacterial hand soaps, foaming hand washes, hand sanitizers, bar soaps, hair and body washes, laundry detergents, fabric softeners, dryer sheets, surface cleansers, heavy-duty hand cleaners, and pest control solutions — supported by a portfolio of proprietary commercial dispensing systems (Dial FIT, Dial 1700, Versa, and 1 Liter). The brand serves commercial and institutional customers across Education, Healthcare, Hospitality, and Food Service verticals, supplemented by consumer laundry and cleaning brands (Persil, all Free Clear, Purex, Snuggle, Soft Scrub, Combat, Boraxo, 20 Mule Team Borax) sold through retail distribution.

Product overview

Dial Professional is a professional/institutional cleaning and personal care brand under Henkel Corporation. The portfolio is organized as a multi-brand platform with three main dispensing systems (Dial® FIT®, Dial® 1700, Dial® Versa®, and 1-Liter) that support a wide range of refill cartridges across hand soaps, foaming washes, hand sanitizers, body washes, and amenities. Beyond dispensers, the brand spans hand hygiene (Dial® antibacterial soaps, Dial Complete® foaming washes), laundry care (Purex®, all® Free Clear, Persil®, Snuggle®), surface cleaning (Soft Scrub®), and pest control (Combat®). It is sold exclusively through commercial distributors (Avision Sales) to four vertical markets: Education, Healthcare, Hospitality, and Food Service.

Differentiator

Problem solved

Functional benefit

Brands

• Dial®: Hand soap, antibacterial products, body washes, and dispensers for professional/institutional use
• Boraxo®
• Soft Scrub®
• Combat®
• Persil®
• all® Free Clear
• Purex®
• Snuggle®
• 20 Mule Team Borax®

Products and services

• Dial Professional Dispensing Solutions A complete portfolio of soap and sanitizer dispensers for commercial facilities, including Dial FIT (touch-free and manual), Dial 1700 (high-capacity), Dial Versa (amenity dispensing), and 1-Liter dispensers, each with compatible refill cartridges.
• Dial FIT Hand Soap & Sanitizer Dispensers Compact, strong, attractive dispensers available in Touch-Free and Manual variants, in Ivory and Slate colors. Touch-Free model delivers 90,000 activations, adjustable 1–3 shots per activation, 4D alkaline batteries included, with Clean Tip Technology to minimize drip risk and sonically welded pumps to prevent tampering.
• Dial 1700 Professional Grade Dispenser and Refills High-capacity workhorse dispenser holding 70% more volume versus 1.0L dispensers, reducing refill changeover and labor costs. Features Clean Tip Technology to minimize drip risk and sonically welded pumps to prevent tampering.
• Dial Professional Versa Amenity & Hand Hygiene Dispensing System Modern bottle and pouch dispenser system designed for hotels, fitness clubs, spas, and nursing homes. Bottle dispensers hold 15oz refills; pouch dispensers for sanitizer and lotion with gravity-fed 2.36oz reserve tank.
• Dial Professional 1 Liter Dispensing System Economical 1-liter dispenser with adjustable dose rate (0.76mL, 1.2mL, 1.54mL) that can reduce soap costs by up to 40%, translucent cover for soap level viewing, and locking mechanism to prevent vandalism.
• Dial Professional Foaming Hand Wash Foaming hand wash products including Dial Complete Original Antibacterial, Dial Complete Spring Water, and Dial Basics Hypoallergenic variants, available in gallon refills and tabletop pumps with NSF E2 listing.
• Dial Professional Liquid Hand Soap Liquid hand soap in gallon refills and tabletop pumps including Dial Spring Water, Dial Gold Antibacterial, Dial Basics Hypoallergenic, and Dial Sensitive Skin Antibacterial variants.
• Dial Professional Foam & Gel Hand Sanitizer Antibacterial foam and gel hand sanitizers in tabletop pumps and dispenser refills, including Dial FIT Universal (both foam and gel, 62–65% ethyl alcohol), Dial Complete Original, and Dial Clean + Gentle fragrance-free formulations.
• Dial Professional Hair + Body Wash Total body cleansing products with moisture-attracting formula for lightweight hydration, available in 7.5oz flip-top, 1 gallon refill, and 1-liter dispenser refills for hotels, fitness clubs, spas, and nursing homes.
• Dial Professional Bar Soaps Antibacterial deodorant bar soaps in 1.25oz and 2.25oz unwrapped sizes, providing long-lasting deodorant protection with thick, rich lather for healthcare and industrial settings.
• Dial Professional Antiperspirant & Deodorant Dial Scented Antiperspirant & Deodorant Roll-On offering 24-hour protection against odor and wetness with Odor Neutralizing Technology.
• Boraxo Heavy Duty Hand Cleaner Heavy duty hand cleaners for over 100 years, including Boraxo Orange with dual-scrubbers and orange oil for deep cleaning of tough grease, grime, ink, tar, and paints, available in 3L bottles, 2L refills, and matching dispensers.
• all Free Clear Laundry Detergent, Fabric Softener & Dryer Sheets The #1 brand recommended by dermatologists, allergists, and pediatricians for sensitive skin. Offered in liquid detergent (30oz to 154oz), Mighty Pacs (19ct to 80ct), fabric softener (34oz), and dryer sheets (195ct). All formulations are hypoallergenic, 100% free of perfumes and dyes, and HE-compatible.
• Persil Laundry Detergent Premium laundry detergent with fabric care ingredients to help prevent color fading and keep whites and colors vibrant. Offered in Original and Intense Fresh liquid formulations (84oz, 64 loads) and Ultra Pacs (16ct and 76ct), HE-compatible, works in all water temperatures.
• Purex Laundry Detergent Affordable laundry detergent providing quality cleaning for over 100 years. Offered in Mountain Breeze (50oz to 150oz), Free & Clear (75oz and 150oz), Natural Elements Linen & Lilies (75oz and 150oz), and Ultra 5-Gallon for institutional use. HE-compatible.
• Snuggle Fabric Softener & Dryer Sheets Fabric softener and dryer sheets in Blue Sparkle Cuddle Up Fresh scent with 5-in-1 benefits: reduce static, fight wrinkles, repel lint and pet hair, soften fabric, and add long-lasting fresh scent. Offered in liquid fabric softener (66oz, 97 loads), dryer sheets (120ct and 200ct), HE-friendly.
• 20 Mule Team Borax Laundry Booster & Multi-Purpose Cleaner All-natural mineral powder used for laundry boosting (helping remove tough stains), household cleaning, and deodorizing. Available in 65oz, 6-count package. Multi-purpose solution for cleaning, laundry, garden work, and DIY crafting.
• Soft Scrub Cleansers Popular professional brand for removing stains, soap scum, mold, mildew, dirt, and grease. Offered in All Purpose Surface Cleanser Lemon (24oz and 36oz), Antibacterial Cleaner with Bleach (24oz and 36oz), and Multi-Purpose Cleanser with OXI (24oz). Orthodox Union certified Kosher.
• Combat Ant & Roach Solutions Pest control products that kill roaches and ants using a domino-effect approach, eliminating the colony at the source without messy residue, odors, or fumes. Includes Combat Max 2-in-1 Ant Bait Station (4ct), Combat Max Ant Bait Stations (6ct), Combat Max Ant Killing Gel (0.95oz), Combat Max Large Roach Bait (8ct), Combat Max Small Roach Bait Stations (12ct), Combat Roach Bait Stations for Small & Large Roaches (12ct), and Combat Max Roach Killing Gel (2.1oz).

Quantifiable outcome

• Dial 1700 dispensers hold 70% more volume than 1.0L dispensers, reducing refill changeover and total labor costs
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• The Leapfrog GroupcoreStrategic or Co-development PartnerDial Professional is a proud corporate sponsor of The Leapfrog Group, supporting patient safety and healthcare quality improvement initiatives across hospitals.
• Hygieia NetworkcoreStrategic or Co-development PartnerDial Professional is a corporate sponsor celebrating 10 Year Anniversary of Hygieia Network, supporting hand hygiene improvement in healthcare settings worldwide.
• ISSAcoreStrategic or Co-development PartnerDial Professional is a corporate sponsor of ISSA Advancing Clean, the global trade association for cleaning professionals.
• American Hotel and Lodging Association (AHLA)minorGTM or Marketing PartnerAllied member of AHLA, the national trade association representing all segments of the hotel industry.
• Asian American Hotel Owners Association (AAHOA)minorGTM or Marketing PartnerBronze Seal partner supporting AAHOA, the organization representing hotel owners across the United States.
• Avision SalescoreChannel Partner/ Reseller/ DistributorAvision Sales is the primary sales contact for Dial Professional institutional customers, handling inside sales and customer inquiries for the product line.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Betco Corporation: Betco produces commercial cleaning, hand-care, and floor-care products for education, healthcare, hospitality, and food-service facilities — a direct mid-market peer with overlapping hand-hygiene and surface-cleaning SKUs and a similar B2B distributor motion.
• Zep Inc. Zep sells professional cleaning, maintenance, and hand-care products to commercial, industrial, and institutional customers — overlapping hand-soap, sanitizer, and surface-cleaning categories with comparable distribution through facility-management channels.
• SC Johnson Professional: SC Johnson Professional sells commercial cleaning, hand hygiene, and disinfectant solutions to facility managers in healthcare, hospitality, education, and food service — directly comparable portfolio, customer base, and B2B sales motion to Dial Professional.
• Clorox Professional: Clorox Professional offers institutional cleaning, sanitizing, and disinfecting products (Clorox, Dispatch, etc.) targeting healthcare, education, hospitality, and food-service buyers — overlapping portfolio with Dial Professional's surface and hand-hygiene lines.
• Spartan Chemical: Spartan Chemical manufactures and sells industrial and institutional cleaning products including hand soaps, sanitizers, and disinfectants — closely comparable mid-sized competitor serving the same facility-management buyer with overlapping product lines.
• Kimberly-Clark Professional: Kimberly-Clark Professional sells hand soaps, sanitizers, wipers, and dispensing systems to the same facility-management buyers as Dial Professional — direct overlap in hand hygiene and amenity dispensing, with a strong healthcare and hospitality footprint.
• GOJO Industries: GOJO makes Purell hand sanitizer and a full line of professional hand-hygiene soaps and dispensers for healthcare, education, and food-service facilities — a direct head-to-head competitor to Dial Professional across the core hand-hygiene use case and all four of Dial Professional's verticals.
• Reckitt Benckiser (Lysol Professional): Reckitt's Lysol Professional line competes in the same institutional surface disinfection, hand sanitizer, and cleaning categories Dial Professional serves, with comparable certifications and similar distribution through facility-management channels.

Broad incumbents

• Ecolab: Ecolab is a much larger diversified incumbent that dominates commercial water, hygiene, and infection-prevention solutions globally — overlapping Dial Professional in hand hygiene and facility sanitation but operating at a much broader scale and portfolio breadth.
• Procter & Gamble Professional: P&G Professional markets Mr. Clean, Spic and Span, Tide Professional, and other institutional cleaning products to facility managers — a broad-incumbent peer with overlapping categories (laundry, surface) but sold as part of P&G's much larger professional portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Dial__Pro
• Facebookfacebook.com/DialProfessional
• LinkedInlinkedin.com/company/dialprofessional

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dial Professional